28 May 2026
Environmental consciousness versus fashionability: Competing identities and the sustainable-fast fashion paradox among Generation Z consumersPublisher siteJournal of Global Fashion Marketing, Environmental Sustainability in Business
Active, last published 2026
In consumer behavior in brand consumption and identification
Melissa
Zulu
Scholar“Research focused on Consumer Behavior in Brand Consumption and Identification and adjacent fields.”
University of the Witwatersrand
South Africa2
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15
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01 · About the work
What I study
elissa Zulu is a researcher working on Consumer Behavior in Brand Consumption and Identification. A fuller summary will appear once they update their profile.
02 · Reach
Publication output and reach
Melissa's work has been cited 15 times across 1 active year. Bars show publications per year; the line shows cumulative citation totals across publications first appearing in each year.
03 · Research focus
Topics
Consumer Behavior in Brand Consumption and Identification×2FinTech, Crowdfunding, Digital Finance×2
04 · Where I am
Affiliations
Affiliation on published researchUniversity of the Witwatersrand, South AfricaDrawn from the institution listed on this researcher’s published work.
05 · Selected work
Recent publications
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